Manish Tiwary, the head of Amazon’s India operations, is stepping down to pursue opportunities outside the company, marking a significant leadership change for the U.S. e-commerce giant’s crucial international market. Tiwary, who took on the role of country manager in late 2020, will leave Amazon as the company grapples with mounting pressures from domestic rivals and a strategic pivot towards its cloud business in India.
Amazon confirmed Tiwary’s departure in a statement but did not announce a successor. Amit Agarwal, who previously led Amazon India and now oversees the company’s emerging economies initiative, will continue to be closely involved with the Indian team, according to a company spokesperson.
The timing of Tiwary’s exit coincides with Amazon’s increased focus on its cloud services and the winding down of several other initiatives, including its food delivery service. Despite investing over $7 billion into the Indian market, Amazon has faced significant challenges in penetrating smaller cities and towns, where domestic competitors have a stronger presence.
Flipkart, owned by Walmart, and Meesho, backed by SoftBank, have secured dominant positions in these areas. According to industry analysts, Amazon’s struggles are attributed to a limited product selection tailored to price-sensitive customers and underdeveloped logistics networks. Recent data highlights a competitive disadvantage: Meesho has surpassed Amazon in mobile app monthly active user share, while Flipkart boasts over 50 million daily active users compared to Amazon’s fewer than 40 million.
In urban areas, Amazon is contending with rapid advancements in quick commerce by rivals such as BlinkIt, Swiggy, and Zepto, which offer ultra-fast delivery services. Flipkart recently launched its own quick commerce service in Bengaluru, intensifying the competitive landscape. Additionally, Amazon has reportedly explored acquiring a stake in Swiggy as part of its strategy to bolster its quick commerce capabilities.
Despite these challenges, Amazon remains committed to the Indian market. The company emphasized its ongoing efforts to innovate and transform digital experiences in the country, expressing optimism about future opportunities. “India is an important priority for Amazon,” the company stated. “We are excited by the momentum and business results we have already achieved and are even more optimistic about the significant opportunities ahead to innovate on behalf of our customers and digitally transform lives and livelihoods.”
